Marketers aren’t just bashing their rivals on TV, they’re attacking them behind the scenes in the industry’s self-policing unit, the National Advertising Division.
Disputed claims rose 40 percent in 2008 compared to the prior year. Those included a case in which NAD recommended General Mills yank claims that its Yoplait Yo-Plus has been proven to “regulate digestive health.” This came after Dannon, marketer of Activia yogurt, demurred. Another change came after Cablevision complained about Verizon’s claims that its FIOS service was “20x faster than cable.”
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